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Tuesday, February 12, 2013

Beyond a Pepsi Deal

It's almost impossible not to hear about Beyonce in the past few weeks. She has been gaining attention even more than before with her performance of the national anthem at President Obama's Inauguration, The Superbowl Halftime show, and of course it was inevitable to have her presence be known at The Grammys.

There could not be a better time for Pepsi to hop on a $50 billion deal with Beyonce to promote their product. If there was one single thing I would choose to shake my head at Beyonce's publicist(s) for it would be this deal. Personally, I am not a fan of the Pepsi Corporation and the snowball of negative effects it has had on the beverage industry. Though, even I am a victim of the Beyonce trance. Luckily, as an educated student learning media literacy, I am able to separate Beyonce's performance in a commercial with that of a sip of Pepsi soda. What I am not able to say, is that the rest of the U.S. is going to make that same differentiation.

Little does Beyonce know, but her promotion of Pepsi comes with a promotion of sugar sweetened beverages, and even more cynical (and possibly extreme) obesity and diabetes. If Beyonce and her publicist's knew what types of health effects would directly hit her fans, they might find out that $50 billion dollars in healthcare bills would only be a fraction of the costs. I am not the first to backlash Beyonce's Pepsi deal, though instead I
intend to put some perspective on the matter, and perhaps some
suggestions. Perhaps Beyonce should do as large corporations disturbing the environment should do, which is pay for the external harms caused by their business.
I will forever be loyal to Beyonce for her talent, beauty, and woman empowerment. My only hope is that she learns to use her power to support a healthier more sustainable livelihood for Blue Ivy Carter, and the rest of America (her other children).